lululemon is looking for one filmmaker to create a series of EIGHT (8) videos (each between 2 to 5-minutes in length) around marathon training topics featuring London based influencer and community leader Charlie Dark.

From its humble beginnings as a design and yoga studio in Vancouver, Canada, lululemon has evolved to be the premiere athletic and casual wear brand for men and women. More than just leggings, lululemon creates gear that helps people unlock their potential through sweat. Working with Tongal, lululemon is looking to build a stronger association with the run category and gain credibility within it, for both men and women. 

Fun, community, and play fuels the way lululemon thinks about run. It’s like a party, but with run. Their target runners value the feeling they get from running—the universal language and camaraderie, the connection with community, and the physical activity itself. For lululemon’s target runners, the run experience is always a trifecta of body, mind, and spirit. 

lululemon is looking for one filmmaker to create a series of EIGHT (8) videos (each between 2 and 5-minutes in length) giving a 360-degree, holistic view of marathon training. This will include the basics of a training plan regardless of where the runner is starting from, run form, types of training runs, nutrition, recovery (eg. yoga, meditation), cross training etc.

You will be filming in London with Charlie Dark, a DJ, creative influencer and poet who founded the highly successful Run Dem Crew, an alternative running club made up of creative minds that meet weekly to exchange ideas, explore the urban landscape, and move. Charlie was motivated to start Run Dem Crew because he wanted to disrupt and to evolve the running scene. In years since, he has discovered through his lululemon community the valuable addition of yoga into his running, his life, and has found numerous complementary parallels between running and yoga.

“I thought to myself, ‘Look, this running thing is doing really amazing things to my life and I want to share this with people.’ I knew lots of people that would benefit from running, fitness or movement, but they wouldn’t join a running club. It’s too stiff. [The clubs] were only interested in PBs, times, and distance, and you’re never going to attract a younger audience if you look at it with this old school mentality. I wanted to disrupt people.” – Charlie Dark

The takeaway for viewers from the series should be that “lululemon is an expert in the run category” and “I discovered a run brand that understands me.”

 Your videos should inspire individuals to join lululemon run clubs in their cities, the lululemon Global Run Free Club (available digitally worldwide), and to see lululemon as the destination for all things running. 

If you’re interested in this project, lace up your sneakers and be prepared to move FAST. Details below:

• This is an open bid project and you will need to submit your proposed budget along with your pitch. Your bids should be between $120,000 - $160,000. Be prepared to allocate around $8,000 (roughly £6,248) of your budget to compensate the 8 experts.
• In this project, the sponsor will determine how many submissions it will select, if any.
• If your open bid pitch is selected as a winner, you will need to abide by the timeline listed in Objectives and your payment schedule will be set up accordingly. 
• The timeline is TIGHT with no room for delays. 
• You may need to plan a second shoot to accommodate pick-up shots. Please include a second budget that lays out those costs.
• Filming will take place in London and the client will be on set. Please ensure you have an assistant AD or client PA. Check out our on-set best practices here. 
• In addition to filming during the day, you will also be required to film at night (specifically to capture night-running). 
• You will be responsible for your own travel costs so please keep that in mind when determining your budget.
• Each of the 8 videos should focus on one foundational skill (see thought starters/recommendations below) and intention (connection with self, community, and world we want to come through) as well as feature an expert for that skill (while lululemon may provide experts for some of the skills, be prepared to source experts for the other skills). You are welcome to pitch using the provided skills/topics or come up with your own - there should be an idea of connection between all of the skills/topics.

• Breathing
• Recovery
• Nutrition 
• Mental training/Goal setting
• Track/speedwork
• Off the pavement (trail)
• Sleep
• Sound

• During pre-production, you will need approval for:

• Casting - any training experts in addition to the ones provided by the sponsor.
• Locations
• Wardrobe
• Stylist
• Shot List
• Episode outlines/ talking points
• Music

• For your pitch treatment, please let us know how you plan to approach each foundational skill and provide an expert you'd have access to for the skill.
• For each episode, you will need to create the following social assets:

• 1x1 cut-down version for FB and Instagram (up to 60s) with a thumbnail image, video title, and video description
• 9x16 version for Instagram TV with a thumbnail image
• TWO (2) 9x16 trailers for Instagram Stories (15s) each with a thumbnail image
• 16x9 version for YouTube and lululemon.com with a thumbnail image

The goal of this project is to create an 8-episode video series around marathon training featuring London based influencer Charlie Dark and other experts/ thought-leaders in the London run community. 

We want to set Charlie up so he creates a connection with the audience giving the series humanity and credibility. His story needs to be mentioned, being in “real conversation.” While the series should be about servicing the guest, keep in mind lululemon's unique position. This shouldn't be a documentary on Charlie - it's about bringing Charlie's story/ humanity into the videos.

Each episode should be between 2 to 5-minutes in length and should focus on one foundational skill (see thought starters/recommendations below) and intention (connection with self, community, and world we want to come through) as well as feature an expert for that skill (while lululemon may provide experts for some of the skills, be prepared to source experts for the other skills). You are welcome to pitch using the provided skills/topics or come up with your own - there should be an idea of connection between all of the skills/topics.

• Breathing
• Recovery
• Nutrition 
• Mental training/Goal setting
• Track/speedwork
• Off the pavement (trail)
• Sleep
• Sound

In addition to filming during the day, you will also be required to film at night (specifically to capture night-running). 

Timeline:

Pre-production: 11/6 - 11/13 (Tuesday - Tuesday) 

* During this time, we will need to confirm shoot dates and get approvals for: talking points, shot list, location, wardrobe, experts to be featured in the series.

Production: 11/13 - 12/4 (Tuesday - Tuesday) 

* Charlie is available between November 19 - 21 and is also free between November 24 - 26. He teaches on Mondays and Thursdays and will need to leave by 5:00 pm on those days.

* The experts’ availabilities will be determined before/during pre-production.

* This includes shoot dates and editing for video 1. 

Rough cut of video 1 sent to lululemon: 12/6 (Thursday)

Video 1 review call (Vancouver and UK team): 12/7 (Friday)

Notes from lululemon due by: 12/11 (Tuesday)

Revised video 1 (fine cut) sent to lululemon: 12/14 (Friday)

Notes from lululemon due by: 12/18 (Tuesday)

Picture lock by: 12/19 (Wednesday)

Assets delivered by: 12/24 (Monday)

Rough cut of videos 2 - 4 sent to lululemon: 12/27 (Thursday)

Notes from lululemon (Vancouver and UK team) due by: 1/3 (Thursday)

Revised videos 2 - 4 (fine cut) sent to lululemon: 1/8 (Tuesday)

Notes from lululemon due by: 1/10 (Thursday)

Picture lock by: 1/14 (Monday)

Assets delivered by: 1/17 (Thursday)

Rough cut of videos 5 - 8 sent to lululemon: 1/22 (Tuesday)

Notes from lululemon (Vancouver and UK team) due by: 1/28 (Monday)

Revised videos 5 - 8 (fine cut) sent to lululemon: 2/4 (Monday)

Notes from lululemon due by: 2/11 (Monday)

Picture lock by: 2/14 (Thursday)

Assets delivered by: 2/21 (Thursday)

--Key Marketing Messages: Intentional run

--Target Audience: The primary target audience is men and women 18 - 24. They believe in living into a life of "total health," where having a healthy spirit and mind is just as important as a healthy body. They are daydreamers, believers, and most importantly -- doers. They recognize the progress that they want for themselves and for the world around them, and they aren’t afraid to get off the couch to make it a reality.

--Executional Mandatories: 

• Videos must adhere to lululemon brand guidelines. This will be provided to the pitch winner.
• Content should be in a format that is repeatable.
• People featured in the video must be wearing available lululemon product.

--Tone: The lululemon tone of voice is spirited, real, and bold.
Real - Genuine, not imitation or artificial
Spirited - Full of energy, enthusiasm, and determination
Bold - Showing an ability to take risks; confident and courageous

--Exposure: YouTube, lululemon.com, Facebook, Instagram

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?” Usually, these are the three answers…

1. “Oh that’s so me!” – the video is relatable.

2. This video made the viewer feel something, and they want to share the emotional gift.

3. Resonates with a belief of the viewer. This video explains it better than they could.

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "trailer" approach with 2 - 3 lines of copy up front to frame/present the video.

• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however, the brand should be introduced cleverly and NOT via a standard product beauty shot.

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3 - 5 seconds.

• Shoot your video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

• Use a Call-to-Action to invite people to a website or follow a hashtag.

• Review your edits on a mobile device. You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This project is open bid and consists of FOUR (4) phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

The sponsor will determine whether it will select a winning submission.

PHASE 1: PITCH - This is an open bid project, so you’ll get to set your overall budget proposal. You can download the budget template here. The sponsor would like a producer to create 8 videos with a total cost range between $120,000 - $160,000. Be prepared to allocate around $8,000 of your budget to compensate the 8 experts.

Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a series of marathon training videos using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this series of videos.

• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Treatment (REQUIRED): A detailed narrative description of how you plan to approach each video in the series. You must use our treatment template, which you can find here.

• Proposed Budget (REQUIRED): Instead of us dictating your budgets, we’re looking for you to let us know the amount you need in order to execute the series of videos. Please provide explicitly how much you need. Your budget proposal is subject to approval if your pitch is selected. Please consider the most economical way to produce your video.

• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc. 

• Pitch Video (Optional): This is your opportunity to be face-to-face with the sponsor and show them what you're capable of. Consider submitting a pitch video in which you tell the sponsor what they can expect should they choose your pitch. Also, test videos, animatic, etc. are welcome.   

The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive an advance to help create the series of videos. Please note the payment of the pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a series of videos that satisfies the criteria laid out in your winning pitch, completing sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor, the pitch winner will receive the remaining amount. 

For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGO bricks” pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete. 

PHASE 2: PRE-PRODUCTION - The winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approvals from lululemon: 

• CASTING - This project requires casting approval of any training experts to be featured in the videos in addition to ones provided by the sponsor. 
• LOCATION - This project requires location approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of any filming location not specified by lululemon. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that. 
• WARDROBE - This project requires wardrobe approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.
• STYLIST - This project requires hair and makeup stylist approval before filmmakers move onto the Video Phase. You must submit your planned stylist with your pitch submission. Once chosen as a pitch winner, the brand may either approve your stylist or ask you to submit a new one for approval.
• SHOT LIST - This project requires shot list approval before filmmakers move onto the Video Phase. The sponsor may provide feedback on your shot list and ask you to submit a new version. 
• EPISODE OUTLINE/ TALKING POINTS - This project requires episode outline/ talking points approval before filmmakers move onto the Video Phase. 

No filmmakers may begin shooting their videos until all approvals are completed and the Video Phase has officially begun. If you begin shooting your videos during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).

For your convenience, we’ve provided some helpful templates. Please use them for this project. They include templates for creating a treatment, production budget, storyboards, casting board, shot list, call sheet, and a music cue sheet. They can all be accessed here.

PHASE 3: VIDEO - Once the Pre-Production Phase is complete, the pitch winner will create a series of EIGHT (8) videos (each 2 to 5-minutes in length) based upon his/her winning pitch. 

Note, for each episode, you will need to create the following social assets:

• 1x1 cut-down version for FB and Instagram (up to 60s) with a thumbnail image, video title, and video description
• 9x16 version for Instagram TV with a thumbnail image
• TWO (2) 9x16 trailers for Instagram Stories (15s) each with a thumbnail image
• 16x9 version for YouTube and lululemon.com with a thumbnail image

The cut-downs for each episode are due at the same time as the rough cuts. Please upload them as separate submissions when submitting your videos. 

--Video Phase Payout: Upon submitting a video that satisfies the criteria laid out in your winning pitch, completing the sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor, the pitch winner will receive the final payment.

--Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks, and Epidemic Sound, any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above. 

Tongal members interested in a more customized music solution are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your video paperwork.

PHASE 4: REVISIONS - Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their videos according to the sponsor’s feedback. 

ASSETS DELIVERY - You must also provide all project files, editing sequences, and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment - including RAW footage. You will be responsible for the costs associated with the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post-production please click here.

1. The preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you be selected as a winner, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of the sponsor.

6. Submissions must not portray the sponsor in a negative way, the determination of which will solely reside with the sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language or subtitled.

9. Limit 5 submissions per member, per phase.

10. You must be at least thirteen (13) years or older to enter.

11. The sponsor reserves the right to repost the contest.

12. In addition to the judging criteria stated in the OFFICIAL RULES, pitches will also be evaluated on that member's ability to execute the final video based on their prior work and experience as a filmmaker.

13. The sponsor will be entitled to reasonable revisions on the finished videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning videos, as well as a photograph/headshot OR copy of a photo ID for all on-camera talent releases. You must also provide all project files, editing sequences, and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your award.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.